Datafolha: See the most cited shopping platforms – 06/29/2023 – Tech

In the first half of 2023, the revenue recorded in Brazilian ecommerce reached the mark of R$ 40 billion, with a drop of 4.3% compared to the same period of the previous year, according to data from ABComm (Brazilian Association of Electronic Commerce ).

But the pause in growth is normal, according to experts in the field. After the expansion of the sector during the pandemic, with the closure of physical stores, the market has now stabilized, says Marcos Luppe, coordinator of USP’s physical and online retail MBA.

In 2022, for example, there was a 24% increase in the number of Brazilians buying online compared to the previous year, reaching 108.9 million people, according to the Webshoppers report by NielsenIQ Ebit, released in March.

Luppe points out that the consumption of Brazilians on international sites, such as Shopee and Shein, and the accelerated growth of marketplaces, such as Market Livre and Amazon, are trends in the consolidation of e-commerce in the country.

Between May 2nd and May 9th, Datafolha carried out 1,558 online interviews with Brazilians, who indicated their preferences in electronic commerce. The margin of error is plus or minus three percentage points.

Internet Store – Amazon, Market Livre and Shopee

Americanas drop opens space for other marketplaces

Amazon, Market Livre and Shopee are the platforms most remembered by Brazilians in the Datafolha survey when it comes to online shopping.

In the Internet Store category, there was a tie between the three companies. But when respondents were asked about the best shopping site on the internet, Market Livre took the lead, with Shopee in second place and Amazon in third.

According to Julia Rueff, vice-president of Market Livre’s marketplace, the company’s differential is that the customer finds on the site “absolutely everything he wants, with good prices and promotions, several means of payment, fast deliveries and facilitated after-sales “.

Market Livre has invested in categories such as fashion, beauty and supermarket, which are more sought after by Brazilians.

The group took advantage of the market share lost by Americanas, after the collapse of the company in January this year. In the first quarter of 2023, in the e-commerce business, the company’s GMV (Gross Merchandise Volume) increased by 23.1%.

This year, the investment in the operation in Brazil was R$ 19 billion. Amazon has successively increased investment in the country for more than three years, according to national manager Daniel Mazini. “On average, our retail and our marketplace are almost equivalent.”

According to the executive, e-commerce in Brazil is booming.

The biggest bet on the platform is customer loyalty through the benefits of Amazon Prime, a subscription that includes free shipping, streaming, exclusive shopping offers, games and books.

Marketplace Shopee, from Singapore, invests in affordable prices and in creating a community in the country. A company survey shows that 1 in 5 Brazilians access the store’s application and that more than 20 products from local sellers are sold per second.

Promotion campaigns, discount vouchers, free shipping coupons and virtual currencies on the site are ways to keep shopping more accessible, according to the platform.

In addition, the foreign company claims to be attentive to the cultural habits of Brazilians to show that shopping in the digital environment can be easy and safe. “Consumers identify with the brand and the experience it provides”, says Felipe Piringer, responsible for marketing.

Shopee
14% of mentions
Foundation
Arrived in Brazil in 2019
Thirst
São Paulo
Users
does not disclose
digital channels
Website, app and social networks

amazon
15% of mentions
Foundation
1995, in Brazil since 2012
Seats
Seattle (USA); in Brazil, Sao Paulo
Users
does not disclose
digital channels
Website, app and social networks

Market Free
14% of mentions
Foundation
1999
Thirst
Montevideo (Uruguay); in Brazil, Osasco (SP)
Users
More than 100 million unique active users in Latin America
digital channels
Website, app and social networks

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Sporting goods store – Centauro and Netshoes

Strong physical retailer and pioneering digital store tie

Centauro tied, within the margin of error, with Netshoes, one of the pioneers in the online sale of sporting goods, in the Datafolha survey, with 20% and 21% of mentions, respectively. In last year’s edition of The Best of the Internet, Netshoes led alone, with 13%.

Centauro, which owns 150 physical stores in Brazil, is looking to expand its e-commerce business, which accounts for around 20% of the company’s revenues.

In the first quarter of 2023, revenue from the digital channel was R$177.9 million — from physical stores, R$701.7 million.

The group’s general director, Gustavo Furtado, says that the retailer’s online commerce tries to please a new generation, which seeks convenience. For this, the company offers express shipping, fast delivery and support through measurement tables. The executive points out that Centauro is a pioneer in multichannel, which is the integration between physical and online points.

“In 2017, we opened our first 100% omnichannel store, allowing customers to buy on the website and pick up in the store or, from within the unit, order a product on the platform.”

This year, the group is investing mainly in technological advances, greater security in purchases and diversification of payment methods.

Netshoes, incorporated by Magazine Luiza in 2021, grew 23% in sales in the online market in the first quarter of this year, compared to the same period last year.

Graciela Kumruian, CEO of Netshoes, says that the brand’s strategy is focused on pleasing the consumer with different categories and products, in addition to good service.

As the company does not have physical stores, it invests mainly in technology, such as artificial intelligence, automation, marketplace and improving applications for the customer experience.

In online commerce, the sports and leisure category had a 14% drop in revenue in 2022, compared to the previous year, according to research by NielsenIQ Ebit.

Netshoes
21% of mentions
Foundation
2000
Thirst
São Paulo
Users
does not disclose
digital channels
app and website

Centaur
20% of mentions
Foundation
1981
Thirst
São Paulo
Users
does not disclose
digital channels
app and website

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Computer Store and Computer Supplies – Kabum!

With two decades, the company is a reference among the gamer public

Created 20 years ago, the Kabum! was born as a reference in the commercialization of technology equipment, such as games and software.

It was the first ecommerce dedicated to this segment, which is reflected in its reputation today. The company, which was acquired for BRL 1 billion in 2021 by Magazine Luiza, was the most mentioned in the category of computer store and computer supplies in the current edition of O Melhor da Internet.

There were 8% of mentions among respondents — 19% of them did not mention the name of any company in the sector. “Our DNA is made of technology, we use this resource to our advantage to understand our customers”, says Ricardo Querino, director of customers and customer experience at Kabum!.

“This is essential to know the behavior of consumers throughout the cycle through the collection of analysis and feedback.”

The company has remained close to the gamer public since the beginning of operations. “We have a professional team in the competitive League of Legends scene, Kabum! Esports. Kabum!GG is an official tournament platform created to offer an ecosystem aimed at the gamer community”, explains Querino.

“The company also sponsors shares of other market-promoting games such as CS:GO and Valorant.” At the time Magazine Luiza bought Kabum!, the games market was worth R$1.5 trillion a year, according to Accenture consultancy.

Kaboom!
8% of mentions
Foundation
2003
Thirst
Limeira (SP)
number of users
More than 24 million monthly visits
digital channels
Website and social networks